It seems to me that the industry's original sin with Agile was treating it as anything other than a model for managing a team of software consultants. There are certain types of internal product teams that can meaningfully emulate this paradigm, particularly in a B2B context where a tight feedback loop can be cultivated with customers. Chances are, though, that product teams, particularly in DTC businesses, don't have close enough relationships with their end users to be able to practice Agile as written.